Promoting Vegetarian Choices in the Cafeteria Using the Behavior Change Wheel Model

Abstract

Current diets in Western countries are unsustainable. Reducing meat consumption can benefit both human health and the environment. This study aimed to design and evaluate an intervention to promote vegetarian menu choices in a Swiss university cafeteria, using the Behavior Change Wheel methodology. The intervention was designed based on barriers and facilitators to vegetarian menu choices, which were collected from students and staff in a previous study. Using the COM-B (Capability, Opportunity, Motivation–Behavior) model, we identified key determinants and designed the intervention. The impact of the intervention was evaluated quantitatively by comparing the percentage of vegetarian menus sold to all menus at four measurement points, using the Kruskal–Wallis nonparametric statistical test, and qualitatively with focus groups (n = 7 participants), using thematic analysis. The intervention focused on enhancing capability and motivation through healthy eating and protein diversity activities in a 1-week stand to address limited knowledge about vegetarian foods while being considerate of those opposed to vegetarianism. Sales data indicated that the intervention was not sufficient to increase purchases, with no significant difference in the proportion of vegetarian menus sold. Focus groups revealed positive feedback on the educational stand, mixed opinions on how pricing affects menu attractiveness, and a preference for “flexitarian” labeling. Future efforts should focus on combining educational approaches with practical strategies, as well as making vegetarian menus more appealing. The use of a theoretical framework was crucial to help us avoid missteps when designing an intervention to promote vegetarian menus in a sensitive context.